Earlier this month, a now-massively popular comment was left on the Facebook page of Bodyform, the British feminine hygiene arm of Swedish consumer goods company SCA, accusing the company of false advertisement.

"As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things," wrote Facebook user Richard Neill, listing bike riding, roller coasters, and parachuting among the activities women allegedly engage in while menstruating. "Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen .....you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no."

Neill's hopefully tongue-in-cheek excoriation has been liked over 80,000 times in just over a week, prompting Bodyform to release a new ad with a definitely tongue-in-cheek apology for its years of fabrications.

"I think it's time we came clean," says "CEO" Caroline Williams. "We lied to you Richard, and I want to say sorry. Sorry."

Williams then goes on to confess that there is no such thing as a "happy period," and blames men for being unable to handle the truth. The company was forced to hide the reality of "crimson landslides" from the male public as result, "but you Richard," Williams chides, "have torn down that veil and exposed this myth, thereby exposing every man to a reality we hoped they would never have to face."